9 trends you can expect in 2018
It is not difficult for tech people in the know to see what’s coming down the pike. They can see the trends happening right before their eyes. Read about these 9 trends that are about to become commonplace.
1. Faster, smarter mobile information
It’s called micro-moments. People want things now. They don’t want to wait 20 seconds. They want to know, go, do or buy now.
Google coined the term micro-moment. It refers to all the individual decisions a consumer makes from the beginning of the know-go-do-buy process to the final outcome.
The most successful marketers will anticipate what their potential clients want at any point of time. They will build that into their mobile apps and so on.
Marketers have to be aware that consumers will switch from desktop to tablet to smartphone. Forbes tells us that 90% of consumers say they switch from device to device every single day. 40% of people who start a search on a smartphone go to a desktop to complete the purchase.
A Smart Insights web page tells us that customers expect brands to cater their needs with reliable information, regardless of the time and location. Whenever a customer feels the need to inquire about something, an astounding 96% of users reach for their smartphones to conduct the required research at that very instant. Only successful brands have the tendency to correctly anticipate and address the exact micro-moment needs by providing the right information at the right time to customer in need.
One example of micro-moment technology for marketing is Airbnb. They say: Airbnb aspires to create a world where everyone can belong anywhere. That means visiting cities not as travellers, but as locals. “Hosted Walks” tapped into Airbnb’s passionate network of New York City hosts to help travellers do just that. See how Airbnb used search to unlock the best local spots. ThinkwithGoogle
2. More government restrictions on video
On a SocialMedia Today web page, Matt Wolpin says
Video will continue to be one the top trends. With the 2018 election season on the horizon and recent revelations of foreign states using social adverts to spread misinformation, I would expect to see the platforms rolling out further restrictions.
Unfortunately, these pending updates and restrictions will likely have a big impact on how social media managers execute day-to-day and the extended campaign activities for brands. Video will continue to be one the top trends. With the 2018 election season on the horizon and recent revelations of foreign states using social adverts to spread misinformation, I would expect to see the platforms rolling out further restrictions.
3. Increased social media ad spend
In SocialMedia Today Stacey Sayer says
I think one of the more obvious trends for 2018 will be increased social media ad spend. Social platforms (and agencies) will have to increasingly provide better ad placement tools and assurances for advertisers. Brands have money to spend, but they’ll do so with brand safety very much top of mind.
4. More QUALITY video watching
A Smart Insights web page said: With video, audience is tempted to take considerable action in terms of likes, sharing, etc. Mobile users are tending to spend more time than ever with their smartphones, with the excitement to watch videos online being proportionate as well. Trend of promoting high-quality video content is very much likely to soar high in future.
I just had to include this link to an Apple Watch ad. The Apple Watch was talking to a man and then was thrown into a blender. Viewers will forget it is an ad. It is so entertaining.
I consider this quality video watching at its finest.
5. Content marketing with SMART content
Content marketing is still going to be a very important part of online marketing in 2018. However, a new emphasis will be added: a personalized experience for each customer.
Amazon does it. When you open up an Amazon page you may just see a number of recommendations based on your browsing habits.
Or a company you did business with may thank you by name and even mention your home city.
A Smart Insights web page says that smart content is “content that is intelligently personalized to your customer’s needs”. Without needing to execute the ‘one-size-fits-all’ philosophy on a macro level on your customer base, building a smart content promotes the perception of different buyer personas, which in turn creates a communication that fits each customer’s needs and requirements individually. HubSpot — call-to-action directed to users did 42% better than generic call-to-actions.88% of content marketing professionals are considering to add personalization elements in their plans.
Let me break that above paragraph down into bullet points.
- Content intelligently personalized to customer’s needs
- No longer need a one-size-fits-all philosophy
- Promotes perception of different buyer personas
- Communication fits each customer’s requirements individually
- Call-to-action directed to users did 42% better than generic call-to-actions
6. Social messaging apps outperforming social networking
Social messaging apps have features like
- Text chat
- Group chat
- Message notifications
- Status updates
- Media file sharing
- Use of little rich images to depict mood and convey messages in non-verbal format.
These apps are used every day by four billion users on this planet!
A Bang Digital page says The appeal for social messaging over social networking is it allows for the instant, real-time connection online users crave, especially millennials. In fact, 62% of millennials are more loyal to brands that engage with them via these channels.
Imagine this experience that is already happening:
- Facebook customer clicks on an ad
- They arrive at a chat window
- They chat with customer service
- (People prefer it to being placed on hold or even waiting for a call back)
- Customer has a happier experience
- Brands solve problems quickly & efficiently
7. More live video
The Small Business Tr… website says that 79% of online traffic will be video in 2018. Expect to see more live video next year.
A Bang Digital web page says
Captures those real, unfiltered moments, and social media channels provide the perfect platform for this content, allowing users to like, comment, share and connect with the tap of a button.
Encouraging users to share more off-the-cuff Snapchat-style content to Instagram, these stories have also helped businesses drive more traffic to their websites.
8. In-Store Marketing
In 2018 you will walk through a retail store.
- Receive smartphone notifications about what’s on sale
- Receive digital coupons, air miles and other offers to encourage shopping
- Suggestion of products to buy based on your purchase history
9. More chatbot experiences
According to Chatbots Magazine, a chatbot is a service, powered by rules and sometimes artificial intelligence, that you interact with via a chat interface.
The web page goes on to write
If you wanted to buy shoes from Nordstrom online, you would go to their website, look around until you find the shoes you wanted, and then you would purchase them.
If Nordstrom makes a bot, which I’m sure they will, you would simply be able to message Nordstrom on Facebook. It would ask you what you’re looking for and you would simply… tell it.
Instead of browsing a website, you will have a conversation with the Nordstrom bot, mirroring the type of experience you would get when you go into the retail store.